Job Description

Director, Growth Marketing The Company: Lavender is an online psychiatry and therapy office founded by nurses in 2020 in response to the rising need of mental health care during the pandemic. Today, we have a team of 60 staff located across the United States, Canada and the Philippines. To learn more about Lavender click here. We have a unique opportunity for a Canadian-based marketing specialist to join our amazing team and play an integral role in expanding our clinical services across the United States. Hours, Location and Benefits: 40 hours per week, 9am to 5pm MST; Virtual, remote work position, preferably based in Calgary,
Alberta. Competitive compensation based on experience with a full benefits package covered by the company. The Opportunity: The Director of Growth Marketing is an ambitious and dynamic individual responsible for a team laser focused on growing revenues and scaling our services through exploration of all marketing channels and opportunities. Your work will target client acquisition strategies, staff and provider acquisition strategies and partnership growth with complimentary businesses. The Director of Growth Marketing is an exceptional communicator and tenacious tactician; a freethinker who knows that the competitive advantage is caring. You\xe2\x80\x99ll have experience building and operating campaigns that nurture existing clients and relationships as well as targeting new customers and partnerships through paid media and direct marketing. We\xe2\x80\x99re looking for someone who has a bias to action, who learns by doing and researching and is a quick & agile study. You know how to reduce your reliance on paid media, while loving the ability to target audiences and optimize for efficiency. You love building multiple marketing funnels, and the nuances that go into every single detail of tailoring world-class experiences for our clients. This role is for a business builder and dreamer that is passionate about creating and building socially conscious, purpose-driven brands from scratch through meaningful relationships and emotions. As a leader on the Growth Marketing team, you will build and oversee the conversion optimization framework and processes for our acquisition machine - supercharging growth by constantly testing and learning throughout the conversion funnel. CRO and SEO are your bread and butter, which combined with a resourceful and energetic mindset, enable you to continuously improve our key web conversion metrics. You live and breathe landing page optimization, A/B testing, content strategy, and thrive as a collaborator, working closely with lifecycle marketing, inbound sales, and various internal and external partners to build and scale our marketing efforts holistically. You are both analytical and creative, able to work hands-on with data as well as develop novel and effective ways to engage our audience. Goal oriented and driven to achieve results, you have the ability to combine intuition, experience, and data to implement effective changes that drive growth. You have a POV on Growth and are willing to challenge thinking and decisions to ensure
Lavender is making the right strategic and tactical choices. The Candidate:

• A growth mindset where you\xe2\x80\x99re always excited to improve yourself and ready to receive the gift of growth oriented feedback. You\xe2\x80\x99re excited to learn and explore new areas of expertise, and to grow with the role and with Lavender

• Minimum 8+ years of experience working in the Marketing field
• A Bachelor\xe2\x80\x99s Degree in Marketing, Communications or any other business related field
• You have successfully driven growth strategies
• Comprehensive understanding of metrics and the story behind them
• A scrappy, hands-on entrepreneurial approach (you see problems as opportunities and would rather build than read the handbook).
• Curiosity and interest in understanding how the target customer thinks and behaves

(willing to get in the prospective client\xe2\x80\x99s shoes to dive deep into what it\xe2\x80\x99s like to be them).

• An uncanny ability to communicate with leaders.
• History of tackling complicated problems, finding implementable solutions and seeing the implementation through to the end from strategy down to the nitty gritty details.
• Keen eye for copywriting is a bonus

Values:

• Be eager to experiment in order to learn and grow.
• Be confident to ask why, then why again.
• Be willing to roll up your sleeves to get things done.
• Be committed to the journey of excellence.

Abilities:

• Collaboration \xe2\x80\x94 Your work interacts with various teams, thus collaborative planning, sharing insights, and driving work forward is critical to achieving shared business goals.

• Navigating ambiguity \xe2\x80\x94 You recognize the ambiguity inherent in the data we collect, and you set and adopt smart strategies to guide your tactical decisions at every stage of the funnel.

• Asking questions \xe2\x80\x94 You effectively ask the right questions to get to your conclusions quicker, and you know when and how to escalate effectively if blocked and when to triangulate. You appropriately challenge conventional thinking and brand decisions to ensure marketing has a strategic voice at the table.

• Project Management \xe2\x80\x94 you lead and guide teams internally to ensure we are hitting all marketing goals, and collaborate with agencies and other vendor partners. You\'re highly organized and able to effectively hold people accountable at every stage of the project.

• Analytical \xe2\x80\x94 numbers are your thing! You can draw insight from both limited and vast amounts of information. You identify trends and opportunity areas along the customer journey and build marketing roadmaps focused on high impact tests.

Skills:

• High degree of proficiency in CRO/Growth frameworks and processes
• SEO (content strategy & landing page optimization)
• CMS/Website management
• Google Analytics and data dashboards (Power BI, Tableau, Datastudio, etc)
• Google Sheets/Excel
• HTML and CSS, SQL is a plus

Key Responsibilities:

• Plan and execute marketing campaigns, with a focus on client acquisition.
• Build close and meaningful relationships with prospective partner organizations to cultivate referral pipelines
• Own full lifecycle of experiments across campaign creation, monitoring, tracking, audience targeting, optimization, budget management and expansion
• Pull together a holistic view of the customer journey for optimization and efficiency
• Ownership of new channel innovation by using customer data and key industry trends to guide the team\xe2\x80\x99s focus and prioritize new channels to test
• Paid social, search, and other direct media will play a role in the day to day
• Be the engine for website testing and conversion optimization

• Create quarterly test plans for the Lavender website to increase lead rate, conversion rate and effectiveness of the sign-up funnel.
• Build landing pages and various content pages and be comfortable with writing light copy that is on-brand.
• Implement and report on tests with Google Optimizely

• Optimize conversion rates across service lines and markets

• Implement web/funnel updates along primary lever points that have highest impact to membership growth
• Run test plans to determine the most effective audience types and "front doors" to Lavender. Provide analysis at a market/geographical level to build regional tactics.

• Build the framework for organic search effectiveness

• Conduct extensive keyword research, analysis and testing of keyword performance to optimize pages and drive SEO/SEM.
• Develop custom landing pages to support key inbound traffic cohorts
• Repurpose library of content to develop domain authority across key topic areas

• Reporting and Optimization

• Track and evaluate KPIs of web performance by market.
• Perform strategic analysis, transform data into actionable insight that will drive conversion optimization and growth.
• Share clear, concise and reliable reporting on all activities to key stakeholders in weekly meetings and provide in-depth Quarterly analysis
• Work with Google Data Studio partners to optimize the reporting dashboard.

Benefits:

• Competitive pay
• Benefits package
• Professional development assistance
• Fun & engaging company culture with regular virtual team events
• Work with an amazing team across Canada and the United States

Job Type: Full-time Pay: $100,000.00-$130,000.00 per year Benefits:

• Company events
• Dental care
• Extended health care
• Flexible schedule
• Paid time off
• Work from home

Flexible Language Requirement:

• French not required

Schedule:

• 8 hour shift
• Monday to Friday

Supplemental pay types:

• Bonus pay

Education:

• Bachelor\'s Degree (preferred)

Experience:

• Marketing: 8 years (preferred)

Work Location: Remote